How Trump and Kim Kardashian keep relevance | Decoding the Playbook of Perpetual Relevance
Decoding the Playbook of Perpetual Relevance: Trump and Kardashian
In the fast-fading world of "fifteen minutes of fame," two names have managed to build high-speed permanent residences in our collective consciousness: Donald Trump and Kim Kardashian.
While they operate in seemingly different universes—one in the West Wing and the other in the world of shape-wear and glamorous life style. They are both reality TV stars and their survival strategies are remarkably similar. They aren’t just celebrities; they are master architects of the Attention Economy.
Here is how they’ve written the playbook on staying relevant in a world that forgets everything in 24 hours.
1. The "direct-to-consumer" media model
Long before it was a business buzzword, both Trump and Kardashian realized that the traditional "middleman" (journalists, editors, networks) was a bottleneck.
Trump: By using platforms like Truth Social or X, Trump communicate directly ‘ with his base. Trump posted 200 times to his Truth Social platform in one 24 hour period; I am struggling to post once a day. This keeps people talking about him in the media and independent journalists He also uses conspiracy theory to direct the narrative like that Obama was not born in the US.
Kardashian: Kim and her sisters are active on all socials, magazines, podcasts and across full media spectrum. What is interesting about the Kardashians is that they don’t care if people like them. We know that Kris Jenner is the true mastermind of controlling what is in the media. Strategizing a personal brand for all her children and utilizing that to control the media.
The Playbook They don't just participate in the news cycle; they are the news cycle. When they post, the traditional media is forced to report on what they said, effectively making the world’s most powerful newsrooms their unpaid PR interns. Most of what they do is controversial but that is how they stay relevant, -if they where boring no one would pay action to them it is the shock value. The reality is that you do need to be a bit controversial to stand out, it doesn’t have to be bad for example you could say my unpopular opinion. I currently have 98 followers on Instagram, and the post that got the most, engagement is a post I made about how I get Instagram to pay me. People had big feelings about it and most of the comments where not nice, but I gained followers from that post.
2. Strategic Polarization (The Us vs. Them)
Neutrality is the death of relevance. Both figures understand that having 50% of people love you and 50% of people hate you is infinitely better than 100% of people being indifferent to you.
Trump: Uses "outsider" rhetoric to create a fierce "in-group" identity among his I supporters. Much like a cult leader using division, fear and making his supporters feel special giving them an identity. This strategy works by creating a sense of belonging for those who feel alienated by the mainstream. By positioning himself as an outsider challenging the establishment, Trump taps into the powerful psychology of exclusivity and tribalism. His supporters are not just following a political leader; they are part of a movement that promises change and recognition. This method fosters a loyal base that feels personally invested in his success, as their identity and beliefs are intertwined with his narrative.
Kardashian: Leverages "aspiration vs. relatability." She is simultaneously a billionaire in a private jet and a "mom of four just trying to pass the baby bar." This duality allows Kardashian to connect with a wide audience, capturing the imaginations of those who dream of luxury while remaining approachable for those who value authenticity and relatability. While Kim’s baby sister Kylie had her lip filler dissolved, but is also selling a 5 step lip defining lips. This creates both relatability and aspirational desire. By showing vulnerability and openness about her beauty choices, Kylie becomes relatable to those who are curious or concerned about cosmetic enhancements. At the same time, her business ventures in the beauty industry offer an aspirational element, as fans and followers are eager to emulate her style and confidence. This clever balance of authenticity and aspiration keeps her audience engaged and invested in her brand
The Playbook: Keep the "haters" talking. Their outrage provides as much oxygen as the "fans'" adoration. Now you don’t have to become a cult leader to stand out, you just need to stay on message. What that means is you need to understand your audience and what they want to hear and what they want from you.
3. The Pivot: Credibility through Conflict
Perhaps the most fascinating overlap in their playbooks is the unexpected pivot. They both stay relevant by entering rooms they "don't belong in."
In 2018, these worlds famously collided when Kardashian visited the White House to lobby for criminal justice reform.1 This wasn't just a photo op; it was a masterclass in relevance:
For Kardashian: It legitimized her as a serious advocate and future lawyer, moving her beyond the "famous for being famous" label. It is also a way for her to look past her show she has with her family. Sure she probably really does want to be a lawyer, but it is also an opportunity to create a new show.
For Trump: Trump went from being a reality star to running for president, and a lot of people did not think he would win. It is because he knows how to direct attention and use the us vs. them fallacy. For Trump, this approach was instrumental in his unexpected rise to power. By harnessing the divisive energy of the "us vs. them" narrative, he was able to galvanize a significant portion of the electorate who felt overlooked by the political establishment. This tactic is not just about creating controversy for its own sake; it's about crafting a narrative that resonates deeply with a target audience, making them feel seen, heard, and represented.
The Playbook So many people put themselves in a box; they do this for many reasons one being staying within ones niche. The key is to break free from these confines and ideals but explore new avenues that challenge existing perceptions. Stepping outside one’s niche can lead to unexpected opportunities and an expanded reach. This involves taking calculated risks and being willing to reinvent oneself to stay relevant. Now you don’t want to go to far from your niche that you lose your core followers just enough that you expand your reach.
4. Scarcity and Over-Saturation
It is a delicate dance. They remain relevant by being everywhere while making their specific "access" feel like a rare commodity.
For Trump He is every where online and people talk about him good or bad every day but not many people meet him. The only way to meet or see him live is if he is getting something out of it. People line up to go to his rally or pay millions to have diner with him. But even though it seem that you have access to him and that he is everywhere there are people who want more out of him.
For Kardashian The Kardashians strategically share and promote content solely on their own terms, ensuring it serves their interests. Kim, in particular, is a media mastermind, skillfully navigating her presence to maintain visibility. Together with her sisters, they have cultivated a lifestyle that many aspire to emulate. Believe it or not they do disappear, not the whole family but individually they are not all in the media every week, but one of them is. This creates interest especially when the sister that is in the media talks about the other sister’s drama or project a lot of times it is unprompted and they do this on purpose to stay relevant.
The Playbook : Here's something I've learned: being everywhere all the time it isn't always the answer. There's real power in controlled scarcity—showing up consistently but strategically keeping some mystery in the mix. When you're not constantly available, people pay more attention when you do show up. It creates anticipation, keeps them curious, and honestly? It keeps you in their minds longer. It is importent to create content that people want to consume and engage with you, you want to try to make content which is a bit controversial but that makes other people talk about you or your business. You always want to leave the audience wanting more.
The Bottom Line: Writing Your Own Playbook
I didn't write this to tell you to become the next Trump or Kardashian. I wrote this because I wanted to break down exactly how these public figures control their narrative and show you how to apply those same principles to your own brand or business.
Here's the reality: millions of videos and pieces of content flood the internet every single minute. It's overwhelming, and of course you will do what you can to stand out. Some people are tempted to create five, six pieces of content a day across every platform imaginable, hoping something sticks. This is not a strategy this is creating just to create and gain views, but not recognition. Here is what I've learned after spending years studying social media and what actually makes people stand out: it's not about doing more it's about being consistent with who you are.
The creators and businesses that cut through the noise are the ones who stay laser-focused on their branding, their messaging, their target audience, and their content goals. They control the narrative from their own platforms. They decide how their audience interacts with their content whether that's selling a product or service or wanting people to engage with their content. Having a strong brand identity and staying true to it? That's everything.
Trust me, I've made the mistake of straying from my brand, trying to be everything to everyone. It doesn't build loyalty. It doesn't create a strong foundation. What does work is being authentic and creating content people actually want to consume, content that makes them show up for you, engage with you, follow you across platforms, and genuinely care about what you have to say.
This is just the beginning. I'm going to keep creating content and blog posts about how to stay on message, stay on brand, and actually stand out in a way that grows your business. Because at the end of the day, you don't need to be controversial for controversy's sake—you just need to be unforgettably you.
Let's build something people can't ignore.
check out my YouTube channel https://www.youtube.com/@wellcraftedbranding
